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Early Childhood Program Marketing on Google
- 1. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
The Secret to Giving More Tours and Enrolling More Families
Google Marketing for Early
Childhood Programs
- 2. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Pay-Per-Click Management: AdWords, Microsoft
(Bing), Yahoo!, Facebook, LinkedIn
Targeted Display Advertising
Multi-Targeting – Location, Contextual,
Behavioral
WordPress SEO
What We Do:
- 3. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Focus on Ethical Marketing
Data-Driven: Measurable Results
Google Analytics Performance Marketing
Our Mission:
- 4. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Nice to Meet You!
“Only on search engines can
you find exactly the people
who are looking for you, at
exactly the moment they
want to spend money.”
Source: PPC Pricing, Amiable
Interactive
- 5. An estimated 7 million searches for
preschools and day cares happen every
day on Google.
- 6. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
… that’s “Great Power” to reach who’s
looking for you!
- 7. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
With Great Power comes Great
Responsibility, So The Question Is:
- 8. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Are you there?
- 9. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
What We’ll Cover
Top 5 Ways to get a School or Daycare on
Google
Online Tactics used by Larger Franchises
How to Design Your Online Marketing for
Long Term and Short Term Results
Question and Answer Period
- 10. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
E. St. Elmo Lewis’ AIDA Sales Funnel
1898 Personal Selling
Tool
US Life Insurance Market
How do people become
“motivated to act on a
purchase” based on
“external stimuli from
sales representatives”?
Image Source:
ProvenModels.com
- 11. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
The Perception Funnel
Like a funnel:
The more you add
to the top the more
you take from the
bottom
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
- 12. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
How do we influence perception?
Address your
audience where
they’re at
Solve problems
Give and receive
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer
- 13. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Top 5 Ways to Get a School or
Daycare on Google
Find the parents who are already looking for you.
- 15. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Search Results Scanning Habits
F Pattern
First result not always
best
Video on YouTube
Source: Miratech white paper,
“Google ads in second position get
more attention”.
- 16. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Advantage of Prominent Listings
Over 70% of clicks go to
first 2 search results
Click distribution drop off
sharper than eye
scanning
Less dramatic studies:
35-57% for first result,
12-22% for second
Source: LA Granka, T Joachims, G Gay.
“Eye-tracking analysis of user behavior in
WWW search”, Cornell.edu.
- 19. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
The Top 5, An Overview
Method Phases
Addressed
Timeframe Local DIY?
Local and Vertical
Directories
Shopper Short Yes
Google Places SEO Shopper Long Possible, with
Guidance
Traditional Website SEO Shopper Long Possible, with
Guidance
Google AdWords Express Shopper Short Dangerous
Google AdWords Info-Seeker,
Shopper
Short Dangerous
- 20. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Local and Vertical Directories
Yelp, CitySearch, InsiderPages.com
YellowPages.com, SuperPages.com, YellowBook.com
Yahoo! Local
Savvy Source, Angie’s List, Judy’s Book
GreatSchools.com, Care.com
Craigslist, Local Newspapers
Local blogs and parenting guides
- 23. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Google Places/Local SEO: The Nitty Gritty
Claim your listing!
o Use main keyword and location in your name:
Not “La Petite Academy”
Instead “La Petite Academy Preschool, Newark NJ”
o Keep your N.A.P. (Name Address Phone) consistent across all citations
Three Most Important Ranking Factors:
o Categories Chosen – Choose Carefully!
o Citations
o Reviews – Use Social Media, Collaboration Tools
Three Most Important Marketing Factors:
o Pictures
o Reviews
o Link to Website, preferably with Offer
- 25. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Traditional SEO
Strategic Planning
o Informed choices regarding keywords and geo-location terms
o Competitive research, keyword volume research, conversion research
On-Site Factors
o Title tag
o URL
o Internal link structure
o Consistant NAP on site footer, contact page
Off-Site Factors
o Links to consistent business name, important keywords
o Links from trusted local authorities and directories (Chamber of
Commerce, community groups, local charities, blogs, directories)
- 26. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Step One: Planning Step Two: Execution
NAP
Keywords
On-Site
Keyword
Use
Off-Site
Citations &
Directories
Google
Places Name
& Categories
Off-Site
Links
Google Places
Website
Directories
Planning is Crucial!
- 27. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
AdWords Pay-Per-Click Listings
Pay for listings
rather than
“hope & pray”
Large amount
of screen real
estate
Extensions:
Sitelinks
Reviews
Phone Number
Maps
- 28. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
AdWords & AdWords Express
AdWords Express AdWords
Can choose only category Choose keywords group intelligently
Can set budget per day Can bid on specific keywords and keyword
groups according to importance
Write ads to category Write ads to specific keywords and
keyword groups to maximize relevance
Cannot optimize Quality Score Optimize and increase Quality Score CTR
through keyword groupings and ad text
optimization
Pay higher costs per click than AdWords
advertisers
With solid optimization, pay lower costs
per click than both AdWords Express
advertisers and other AdWords
advertisers
- 31. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Push vs. Pull in the Perception Funnel
St. Elmo Lewis:
“Push”
Information Age:
“Pull”
Where do parents
control the
process?
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer
- 32. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Push vs. Pull in the Perception Funnel
Reading About Parenting Methods
Reading About Education Methods
Looking for Preschool Activities
Looking for Local Kids’ Activities
Discussing Parenting on Facebook
Learning How to Find a Preschool
Learning How to Choose a Preschool
Reading Reviews of Preschools
Asking Friends for Recommendations
Asking for Advice on Finding a School
Searching for Local Preschools
Researching the Cost of Preschool
Touring Preschools
Registering for a School
Completing Paperwork
Getting Involved in the School
Getting to Know Parents &Teachers
Writing a Review or Testimonial
Advising Other Parents on Schools
- 33. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
KinderCare Competitive Research
Over 8,000 keywords in
AdWords
National & Local
Campaigns
Contextual Text Ads on
over 400 web sites
Display Advertising on
SavvySource
- 35. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
KinderCare AdWords – An Example
National Landing Page (No Local San Jose Page)
- 37. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
KinderCare AdWords – An Example
National Landing Page (No Local San Jose Page)
- 42. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Tutor Time Competitive Research
Dozens of franchise Tutor
Time websites
National & Local
Campaigns for corporate
and franchise sites
Contextual advertising
(Judy’s book, Insider
Pages, etc.)
- 48. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
How to Design Your Marketing
Create an ongoing cycle with short term & long term
results.
- 49. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
"On the Web specifically, advertising has moved into more
demand fulfillment as opposed to demand creation.
That's not really advertising. There's nothing wrong with it.
Doing search marketing and point-of purchase displays all works,
but it's not advertising. It's not about creating demand and
improving brand metrics.“
Jim Spanfeller, CEO of Forbes.com
Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek
(June 2009).
- 50. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
How do we influence perception?
Address your
audience where
they’re at
Solve problems
Give and receive
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info-Seeker
Shopper
Customer
- 52. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Search Engine Marketing
Learn
Shop
BuyGet
Use
Informational Searches
Comparison
Searches
Transactional
Searches
Navigational Searches
Navigational Searches
- 53. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Social Media Marketing
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media
- 54. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Buying Cycle & Behavioral Targeting
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media
Informational Searches
Comparison
SearchesNavigational Searches
Behavioral & Display
Behavioral & Display
Behavioral & Display
AWARENESS
INTEREST
DESIRE
ACTION
LOYALTY
Transactional
Searches
Navigational Searches
- 55. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
Behavioral targeting works because it
allows advertisers to speak to people
who actually want to hear what they
have to say.
- 56. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
OBA Retargeting – An Example
Seen on: hippie dippie bébé,
A Natural Parenting Blog
- 57. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
OBA Retargeting – An Example
Not Contextual – Behavioral
- 59. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
In Facebook Advertising – An Example
These ads pretty much
have me pegged:
o I’m female.
o I work.
o I have kids.
o I prefer natural products
and natural remedies.
…However they don’t address
what I’m actively thinking
about, as Google’s OBA
example reflects.
- 60. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Does It Work?
NAI Study: 2X Increase in Conversion Rate
• Run of Network Display Ad Avg. CR: 2.8%
• Behaviorally Targeted Display Ad Avg. CR: 6.8%
Optigence Study: 192% Rise in
Clickthrough
Internet Retailer: Small Businesses
• 50% Say Behavioral Targeting Increased Conversion (47.8%
Not Testing or Unsure)
• 71.4% Plan to Increase Their Focus on Behavioral Targeting
- 63. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Push vs. Pull in the Perception Funnel
Reading About Parenting Methods
Reading About Education Methods
Looking for Preschool Activities
Looking for Local Kids’ Activities
Discussing Parenting on Facebook
Learning How to Find a Preschool
Learning How to Choose a Preschool
Reading Reviews of Preschools
Asking Friends for Recommendations
Asking for Advice on Finding a School
Searching for Local Preschools
Researching the Cost of Preschool
Touring Preschools
Registering for a School
Completing Paperwork
Getting Involved in the School
Getting to Know Parents &Teachers
Writing a Review or Testimonial
Advising Other Parents on Schools
- 64. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
An Incremental Approach
1. Plan for the low-hanging fruit.
2. Collect results (both data and funds!).
3. Use findings to plan for more difficult
goals.
4. Collect results.
5. Rinse, repeat!
- 65. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
AdWords SEO
Can be ramped up
according to budget
Quick to set up
No need for consistency
with other marketing
Provides ample data for
A/B testing:
Keywords
Ad messages
Landing pages
Costs are predominantly
labor-based
Requires more planning
Results take time
Inconsistency difficult to
undo
No concurrent control
over variables, only
temporal – “do” and
“undo”.
Where is the low-hanging fruit?
- 66. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
My Recommended Approach
Evaluate
Situation
Plan for
Measurement
Plan for
Consistent
NAP &
Keywords
Test with
AdWords
Social
Behavioral
& Display
SEO
AdWords Optimize
Message
- 68. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Ethics In Marketing
Amiable’s 3 Rules of Fair Play:
• We will not pursue marketing tactics that benefit our
company, but not our clients.
• We will work to ensure our marketing is held accountable to
our clients’ goals, and our reporting includes visibility into all
costs, including our own.
• We will provide marketing messages that are based in
integrity and transparency, upholding a pact of trust
between our clients and the customers they serve.
- 69. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Amiable’s Three Types of Services
Strategy
Full Circle Strategy
Marketing
Planning
Google Analytics
Implementation
General
Consultation
PPC Mgmt.
Insider Knowledge
of Keywords
Copywriting that
Protects Your
Brand Message
Trusted
Transparency
Reporting
SEO
Consultation or
Managed
On-Site Content
Strategy
- 70. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
My Recommended Approach
Evaluate
Situation
Plan for
Measurement
Plan for
Consistent
NAP &
Keywords
Test with
AdWords
Social
Behavioral
& Display
SEO
AdWords Optimize
Message
- 71. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Our Basic AdWords Starter Plan
Starter Plan – Budget
$950 Setup Fee
$400 monthly Management Fees, not
including AdWords per click costs
Includes basic Analytics setup, ads on
Google, keyword and NAP consultation.
- 72. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Webinar Only Offer
“Get Up and Get Started” Program
One Time $250 Payment
Basic Google Analytics setup to allow you
to begin tracking your results
One-hour consultation on where you are
now, what to do first, how to phase in your
long-term approach.
- 73. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Our Goal as Marketers & Humans:
1. Embody ethical principles.
2. Associate with ethical partners.
3. Reach the people who need what we
have to offer.
- 74. © 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
“With realization of one's
own potential and self-
confidence in one's ability,
one can build a better
world. ”
His Holiness the Dalai
Lama, Spiritual Leader of
Tibet
- 76. Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Sample On-Line Portfolio
Targeting Goal Medium Platform Sample Terms Primary
Metrics
Keyword Direct
Response
Search
Engine PPC
AdWords best digital camera,
buy kleen kanteen
Direct
Response
Behavioral Direct
Response
Display AdWords Retargeting prior
site visitors
Direct
Response
Keyword Brand
Awareness
Search
Engine PPC
AdWords how to remove
stains, sunscreen
benefits
Engagement-
Based
Behavioral,
Contextual
Brand
Awareness
Display AdWords Campers & RV’s,
Fashion & Style,
Web Services
Engagement-
Based
Behavioral Brand
Awareness
Social Media
Advtg.
Facebook Scuba Diving,
Fantasy Football,
Carhartt
Engagement-
Based
Demographic
Geographic
Category
Awareness
Display AdWords Age, Gender,
Income, Region,
Metro-Area
Engagement-
Based